Truth in advertising

2. 4/24/2012

3. TEAM INNOVATORS”
Faisal Hassan 008
Abdullah Saeed 018
Waqas Ikram 037
Uroosa Akhtar 045

4. Advertising
 “Advertising is any paid-for communication overtly
intended to inform and/or influence one or more
people.”
It can be used to build
 brand awareness,
 long-term brand images
 increase brand knowledge

5. Deception in Advertising
 Advertising that is simply untrue
 Illegal and unethical
 it contains a statement or omits information
that
“is likely to mislead consumers acting
reasonably under the circumstances;
and is, ‘material’ - that is, important to a
consumer's decision to buy or use the
product.“

6. Hidden fees and surcharges:

7. Incomplete Comparison

8. Misuse of the word "free"

9. Undefined terms

10. Misleading illustrations

11. Inconsistent comparison

12. Angel dusting

13. "No risk"

14. Bait-and-switch

15. Critiques of advertising
 Promote consumerism
 Create unrealistic expectations
 Manipulate people (applies knowledge of psychology)
 Propagate stereotype ( gender, ethnic)
 Include offensive messages
 Glamorize unhealthy products ( tobacco, alcohol, fatty
food)
 Target vulnerable group ( children, uneducated)
 Make misleading claims ( implies falsehood without
stating)
 Present meaningless product difference as meaningful

16. PEMRA role for minimizing
deceptive advertisements: